FOOD & BEVERAGE - TrendWatching€¦ · FOOD & BEVERAGE INDUSTRY UPDATE AUGUST 2015....

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EXCLUSIVE TO TRENDWATCHING PREMIUM CLIENTS FOOD & BEVERAGE INDUSTRY UPDATE AUGUST 2015

Transcript of FOOD & BEVERAGE - TrendWatching€¦ · FOOD & BEVERAGE INDUSTRY UPDATE AUGUST 2015....

EXCLUSIVE TO TRENDWATCHING PREMIUM CLIENTS

FOOD & BEVERAGEINDUSTRY UPDATE

AUGUST 2015

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WELCOME

...to TrendWatching’s Food & Beverage Industry Update, exclusively for Premium clients.

This update provides an unmissable window on Food & Beverage insights and innovations. The Feature Trend – chosen from the 100+ trends you have access to as a client – is backed with a contextualized hero example and examples of best practice to inspire your own trend-led innovations.

Enjoy, and good luck!

STATUS SEEKERS HUMAN BRANDS

BETTERMENT BETTER BUSINESS

YOUNIVERSE UBITECH

LOCAL LOVE INFOLUST

PLAYSUMERS FUZZYNOMICS

EPHEMERAL PRICING PANDEMONIUM

HELPFULL POST-DEMOGRAPHIC

JOYNING REMAPPED

NOTE: When viewing the kickass innovations from page 8 onward, look out for the trend tags! Each example is labeled with its related mega-trends (listed below), followed by the corresponding sub-trend.

SEE ALL FOOD & BEVERAGE INNOVATION EXAMPLES ONLINE »

FEATURING

INTERACTVERTISINGBrands are using inventive, interactive advertising

to win consumers’ fleeting attention

INTERACTVERTISING

Food and beverage brands are capturing consumers’ hard-to-get attention with delightful, surprising, and occasionally shocking, interactive campaigns. When done well, these are more engaging and memorable than traditional marketing for consumers who increasingly expect to participate (and even play) at all brand touchpoints.

Brands are using inventive, interactive advertising to win consumers’ fleeting attention

// ATTENTION DEFICIT

As the number of cross-channel marketing messages

– from native advertising to sponsored Tweets – a

person encounters on a daily basis increases, the

harder it is to attract and maintain their attention.

// OFF/ON

More and more, the offline world is adjusting to,

mirroring and incorporating the online world.

Conditioned by connected digital lifestyles,

consumers expect advertising to be personally

targeted, and for them to be able to interact with and

explore what they encounter.

// STATUS SELLS

Truly unique experiences, even those with a marketing

motive, provide participants with a STATUS STORY to

share with peers. The best INTERACTVERTISING is

exciting and provides conversational capital.

// NEW CHANNELS

Billboards, bus shelters and airport waiting lounges

are all places where consumers can learn about, play,

taste, or experience your brand. Don’t be afraid to

build something different, as 7UP did when it created

a musical, bullet-riddled wall in Beirut.

// HELPING HANDS

Why not create advertisements that consumers

actually benefit from? BRAND BUTLERS (marketing as

a service) are a perfect match for attention-lite, time-

poor consumers.

// MAKE IT BETTER

Can your marketing call consumers to action to

complete a task that has an immediate, positive

impact on their self, society or the planet? People

will be happy to participate if the benefit overlaps

with their values or personal goals (see the following

example from SureSlim).

WHY NEXT

PL AYSUMERS:

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SEE IN THE DATABASE

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FOOD & BEVERAGE | INTERACTVERTISING INNOVATION EXAMPLES

PL AYSUMERS : INTERACTVERTISING

SURESLIMChocolate flyer encourages weight-loss

In July 2015, South Africa-based weight-loss program

SureSlim produced a flyer made out of 100% pure milk

chocolate to attract new customers. The Chocolate

Flyer was distributed across the region, offering people

the chance to get 20% off the weight-loss program if

they brought the uneaten chocolate flyer to a SureSlim

store. Another chance was given to those who gave into

temptation, by giving customers 1% discount for every

block of chocolate they hadn’t eaten.

It’s all too easy to think an interactive marketing campaign

needs to be a high-tech one, involving one or more glowing

screens. However, this initiative demonstrates there is a lot to

be said for a tangible, beautifully designed, melt-in-your-mouth

flyer. This edible advertising uses the promise of discount to

help each recipient overcome temptation to become a better

version of his or her self. SureSlim has tapped into the trend

CURRENCIES OF CHANGE by daring the holder not to interact

with (eat) the coupon with the reward of a cheaper weight-loss

program if their willpower wins.

Finally, in exploiting chocolate as a marketing medium, SureSlim

are showing a generous and playful human side that is valuable

for a company dealing with something as personal as weight-loss.

AFRICA

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FOOD & BEVERAGE | INTERACTVERTISING INNOVATION EXAMPLES

CARLSBERG

Beer-dispensing billboard is ‘probably the best poster in the world’

DON GIULIO SALUMERIA

Billboard uses image-recognition to hide advert from the police

PEPSICO

Beverage brand transforms bullet-riddled wall into music installation

In April 2015, Carlsberg installed a billboard

in London complete with a working beer tap.

Reviving the Danish beer brand’s traditional

“probably the best…” advertising slogan, the

billboard featured the words “Probably the best

poster in the world”. Each passer-by was offered

a free beer, with a plain-clothes security guard on

hand to maintain order.

In June 2015, a billboard advertising illegal

European food imports used image-recognition

technology to detect the official insignias worn on

the uniforms of Russian police and military officers.

Don Giulio Salumeria, a Moscow-based Italian

grocery store – whose products were considered

to be in a legal grey-area – commissioned the

billboard. The digital ad switched from an advert

for a range of Italian cheeses to one for a Russian

doll store when any Russian officers approached.

In April 2015, PepsiCo brand 7UP created the Wall

of Music in Beirut, to mark the Remembrance Day

of the Lebanese Civil War. The initiative – which

was part of 7UP’s ‘Feels Good to Be You’ campaign

– saw musical notes painted onto an existing

bullet-riddled wall, with the notes coinciding with

the bullet holes. Motion-activated sensors played

musical notes when people passed in front of

them, with a camera capturing visitors’ reactions.

MIDDLE EASTEUROPE EUROPE

PL AYSUMERS : INTERACTVERTISING

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KICKASS INNOVATIONSFOOD & BEVERAGE

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FOOD & BEVERAGE | KICKASS INNOVATIONS

CARMEL WINERIES

Food event features unique Instagram plates

HOP THEORY

Sachets transform regular beer into craft-style brew

NESCAFÉ

Doorbell Day connects neighbors

Q2 2015 saw Israel-based Carmel Wineries host

Foodography: a series of workshops and live

dining events targeting foodies. The winery invited

influential bloggers, journalists and food critics

to the events, with a wine-inspired menu on offer

for them to taste. The five-course dinner was also

served on specially-created Instagram plates.

The dishes were conceived by a ceramic artist,

and designed to allows attendees to capture the

perfect images for Instagram using their cellphone.

Surpassing its Kickstarter target in April 2015, Hop

Theory‘s beer bags transform light beer into craft-

style beer in two minutes. The US-created sachets

are made with a variety of hops, fruit peels and

spices, and are designed to be placed into a beer

glass and left to steep for a few minutes. A single

sachet can be used for up to four beers, with each

serving containing around five calories. 12 sachets

are priced at USD 10.

In March 2015, Nescafé launched Doorbell Day: a

project aiming to connect neighbors and promote

neighborly spirit in Singapore. People were

encouraged to call by their neighbor’s home and say

hello, and take a photo for social media platforms,

hashtagged with #SGDoorbellDay. The project was

also designed to celebrate 50 years of Singaporean

independence, and the neighborly spirit that has

ensured a half century of peace and friendship.

STATUS SEEKERS / BRAND ME

BETTER BUSINESS / UPGRADIAYOUNIVERSE / BRAND ME JOYNING / INSTANT ENCOUNTERS

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FOOD & BEVERAGE | KICKASS INNOVATIONS

CERVEJA FEMINISTA

‘Feminist’ beer opens dialogue about sexist advertising

PACARI SWEAT

Brand’s campaign sends children’s dreams to the moon

TRANSAVIA

Promotional snacks can be used as airline tickets

In March 2015, a group of Brazil-based advertising

creatives launched an amber ale called Cerveja

Feminista (Feminist Beer). Created to encourage

the advertising industry to discuss how women

are portrayed in beer advertising and the lack of

female art directors in Brazil, the label featured

the symbol for gender equality. The women who

devised the label also founded an activism group

called 65|10 – the name was inspired by two facts:

65% of Brazilian women don’t feel like they’re

represented in ads; 10% of creatives at advertising

agencies in Brazil are women.

April 2015 saw Pocari Sweat extend its Lunar

Dream Capsule campaign to Hong Kong, part of a

wider initiative promoting the Japanese beverage

brand as a “health drink for consumption in

space”. Children were asked to write down their

dreams, which were then gathered into a time

capsule to be sent to the moon, along with Pocari

Sweat in powder form. If all goes according to

plan, in 30 years the children will be able to visit

the moon, unlock the time capsule and drink the

Pocari Sweat mix.

April 2015 saw Dutch budget airline Transavia

launch its own brand of snack foods in France, with

each item redeemable for a single flight ticket.

Transvania chips, candy, and cereal bars were

available at various stores, vending machines,

and cinemas across France. To claim their flight,

customers needed to scan a QR code printed on

the packaging, with prices starting at EUR 40. The

promotional flights were exclusive of booking and

checked bag fees.

PLAYSUMERS / FAKETASTIC

PRICING PANDEMONIUM / DEALER CHICPOST-DEMOGRAPHIC / (F)EMPOWERMENT STATUS SEEKERS / STATUS STORIES

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FOOD & BEVERAGE | KICKASS INNOVATIONS

DOMINO’S

Pizzas available to order via Twitter

SMORGASBURG

Gourmet menu served in just 15 minutues

STARBUCKS & SPOTIFY

Coffee chain partners with Spotify on music ecosystem

In May 2015, Domino’s rolled out a “tweet-to-

order” system, allowing website customers in the

US to re-order favorite pizzas by tweeting either

#EasyOrder, or the pizza emoji, to @dominos.

Having first set up an #EasyOrder profile online,

and had a pizza delivered, people can make further

orders via Twitter. The customer receives a direct

message from Domino’s confirming their order, and

the pizza saved in their profile is automatically sent

to their home. The service is free.

Launched at New York food market Smorgasburg

in May 2015, chef Jonathan Von Kava’s fine-dining

food stand serves a four-course gourmet menu in

15 minutes. On offer are four small dishes, plus

an appetizer and an amuse bouche, served on a

disposable tray, with diners eating at standing-

only tables. Each serving lasts 15 minutes, and the

menu changes weekly, based on produce available

at the Union Square Greenmarket. Trays at the

chef’s food stand cost from USD 11.

May 2015 saw Starbucks partner with Spotify

to create a unique music ecosystem. Via the

partnership, My Starbucks Rewards members can

influence in-store playlists and have exclusive

access to Starbucks Spotify playlists directly through

the Starbucks mobile app. Spotify subscribers can

also earn stars that contribute towards free coffees

and snacks. Starbucks will begin a phased roll out

of the service across the US in Q4 2015, before

launching in Canada and the UK.

FUZZYNOMICS / BRANDED BRANDSEPHEMERAL / TIME SAVIORS EPHEMERAL / SNACK CULTURE

HELPFULL / SYNCED SERVICES

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FOOD & BEVERAGE | KICKASS INNOVATIONS

CHIVAS REGAL

Whisky distillery launches ultra-exclusive blend

FACTORY FRESH

Nutritionally-balanced meals delivered to Beijing commuters

CONTINENTE

Supermarket app saves shoppers from waiting in line

Available from June 2015, The Icon is a limited

edition blend from Chivas Regal. Launched at

duty free stores in Dubai, the USD 3,500 whisky is

made with 20 distinct single malts, including some

from distilleries that no longer exist. Individuals

purchasing The Icon also receive a handmade

green crystal decanter inspired by the original

1909 Chivas Regal bottle.

Launched in May 2015, Factory Fresh is a

Beijing-based food delivery service that brings

set menus to customers’ doorsteps every

morning. The nutritionally-balanced meals

are cooked to order using locally-sourced,

market-fresh ingredients; calorie and nutritional

information is available on the brand’s website.

Factory Fresh’s set menus are priced at around

CNY 360 – 500 (USD 56 – 80) per day.

Launched in March 2015, Tira-vez (meaning “Take-

time”) Continente is a free mobile app that lets

supermarket shoppers know where they are in

the line. Those visiting Continente supermarkets

in Portugal can use the app to wait in line for the

various counters, such as the delicatessen, bakery,

or fishmonger. The app will automatically keep

them updated as to where they are in the line and

when it is their time to be served.

HELPFULL / ALERTINGPOST-DEMOGRAPHIC / CITYSUMERSSTATUS SEEKERS / UBER PREMIUM

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FOOD & BEVERAGE | KICKASS INNOVATIONS

PANASONIC

System purifies waste water from air conditioning units

BURGER KING

Fast food chain sponsors the wedding of Mr Burger and Miss King

LIDL

Limited edition perfume celebrates BBQ season

May 2015 saw Panasonic introduce a water filter

system to purify the waste water produced by air

conditioning units. Launched in Ecuador, where

tap water is not drinkable due to high levels

of bacteria, the ACH2O system makes it fit for

human consumption. Panasonic installed the

water systems in 5,000 public places across the

country and gave away the filters to customers who

purchased one of their air conditioning units.

In April 2015, Burger King announced that it

would pay the expenses and provide gifts for

the wedding of Joel Burger and Ashley King in

Jacksonville, Illinois. News of the Burger-King

wedding went viral online with the hashtag

#BurgerKingWedding after the pair posted a

picture of themselves outside a Burger King

restaurant to announce their engagement, and the

fast food chain offered to pay for their wedding in

celebration of their combined surnames.

June 2015 saw Lidl launch a campaign to

celebrate barbecue season in Finland. The low

cost supermarket chain unveiled Eau De Grill: a

scent with barbecue notes created by perfumer

Max Perttula. Featuring notes of Finnish birch,

smoky air, burning coals and lake water, the

limited edition fragrance was priced at EUR 19.90

per bottle, with different versions available for

men and women.

HUMAN BRANDS / RANDOM ACTS OF KINDNESSBETTER BUSINESS / ECO CYCLE STATUS SEEKERS / BRAND FANATICS

DON’T FORGETINNOVATIONS THAT INSPIRE NEW PRODUCTS, SERVICES

AND CAMPAIGNS CAN COME FROM ANY INDUSTRY.CHECK OUT THESE 8 EXAMPLES AND GET INSPIRED!

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FOOD & BEVERAGE | DON’T FORGET!

AUTOMOTIVE CONSUMER ELECTRONICS FINANCIAL SERVICES

MOBILE & TELECOMSMEDIA & ENTERTAINMENT

TRAVEL

RETAIL

GIVESURANCECompany allows customers to donate a cut of their insurance

payments to charity »

TURING ROBOTIC INDUltra-secure cellphone is

indestructible »

KEYS N KRATESLocation-based mobile music video features user-generated images »

RÉMY MARTINSmart bottle caps provide authenticity guarantee »

TOPSHOPFashion retailer hosts blogger-led

photography school »

MINI SINGAPOREAutomaker offers stranded drivers

test drives to their destination »

GOOGLE / LEVI STRAUSSFabric project integrates wearable

technology control into jeans »

LUXURY

TAM AIRLINESAirline produces personalized on-

board magazines »

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